In this press release, there are some textbook examples of basic mistakes, both in copy and emphasis, not to mention capitalization and headline style. The lead was reduced from 142 word to 109, around 23 per cent.

In this story, from the world’s premier news release distributor, with basic attention to simple Better PR Writer techniques, more than 20 per cent of the copy can be removed from the headline, lead and second paragraph.

This news release from Nikon at first glance looked very well done and was a successful PR tool. It’s still effective. However, in studying it, the word repeats surprisingly made me re-think my original assumptions.

When 36 per cent – or from 75 to 48 words – can be removed from a news release, without changing the meaning, then Better PR Writer alarm bells ring, and the editing PR Tools must be deployed right away.

This PR Tools news release demonstrates that by locating ‘Of Is and By,’ the key target words described in How to Be a Better Online Writer Overnight, the lead can be compressed significantly, reducing the word count from 75 to 65 words.